Understanding how to more effectively advertise is an important area for practitioners, many of whom are struggling to stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising, additional research to better understand advertising...

Differential Privacy offers the online advertising industry new means to increase consumer privacy by obfuscating consumer data. While achieving the same privacy, these means decrease targeting accuracy differently, subsequently reducing advertisers’ willingness to pay (WTP) for targeted...

This dissertation deals with the problem of video advertising avoidance by TV and Internet viewers. It focuses on the counterintuitive but systematic detrimental impact that brands (logos, trademarks pack shots) as well as emotional evoking scenes (joyous and surprising) may have on commercials...

Music affects viewers' responses to advertisements. In this study we present the findings of an experiment that investigates the emotional and cognitive reactions of subjects' brains during exposure to television advertisements with music congruent, and incongruent, with the advertisement...